James: James Schramko here chatting with Gert Mellak from SEOLeverage.com. And now I’ve got a question for you, Gert, about authority. I hear these sort of terms for authority link building. And Google wants to see you as an authority in the market. How do you know if you’re an authority? And what are we looking for if we want to improve our authority?
Gert: Very good question. And this really comes down to everyday, physical offline life, really. Because if you want to know who’s the best plumber, what are you going to do? You’re going to ask and ask around and see how many people recommend a certain person. And if there are 10 out of 20 people recommending one specific plumber, you have a very good chance of choosing them.
And Google essentially maps this to the digital world and says, Look, if everybody in this industry is talking about James Schramko as a business coach, there’s a high chance that this really makes sense to show SuperFastBusiness.com as a search result in our search. And in order to make this happen, we need links from other websites in our industry that have relevance in our industry, pointing to our site, to our article in this space, because this is how relevance is actually built. And relevance is what Google is all about.
James: What if people don’t know we exist? Like, how are we going to get links to our site?
Gert: This is an outreach process that we usually handle for clients in the context of link service, where we get in touch with people in your industry to talk about what you have to offer, talk about the kind of content you talk about, or what you stand for, etc., and make an arrangement with them, where they then link to your website or link to one specific article. Some articles never rank on page one if they don’t have any links. There can be an obvious link gap that needs to be bridged.
And this is where we, in our ERICA program, analyze the different URLs and point out exactly: Look, this is where content is enough. This is where internal linking is enough. But this is where everybody else has 100 references pointing to them and we have 15, so there is an obvious gap we need to bridge in order to be eligible for page one.
James: So you can tell people where they are short and then you can fix it.
Gert: Exactly. We discover a gap and try to find out how to bridge it.
James: Love it. Gert Mellak, SEOLeverage.com. Thank you and thanks for helping us with our SEO.
Gert: Thank you, James. It’s a pleasure.
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